基于<bold>MOA</bold>理论的健康谣言分享意愿影响因素研究

doi:10.3772/j.issn.1000-0135.2020.05.006

情报学报

2020, Vol. 39

Issue (5): 511-520 DOI: 10.3772/j.issn.1000-0135.2020.05.006

情报理论与应用

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基于MOA理论的健康谣言分享意愿影响因素研究

宋小康¹, 赵宇翔², 宋士杰³, 朱庆华³

1.南京大学工程管理学院，南京 210093
2.南京理工大学经济管理学院，南京 210094
3.南京大学信息管理学院，南京 210023

Factors Influencing Users Intention to Share Online Health Rumors Based on the MOA Model

Song Xiaokang¹, Zhao Yuxiang², Song Shijie³, Zhu Qinghua³

1.School of Management and Engineering, Nanjing University, Nanjing 210093
2.School of Economics and Management, Nanjing University of Science and Technology, Nanjing 210094
3.School of Information Management, Nanjing University, Nanjing 210023

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摘要针对社交媒体中大量健康谣言的广泛传播现象，本文基于动机-机会-能力（motivation-opportunity-ability，MOA）模型对用户的健康谣言分享意愿进行研究，重点分析个体动机、机会和能力相关的因素对其健康谣言分享意愿的影响。基于此，本文选择健康意识、时间成本和健康素养3个变量构建了研究模型，提出了3个研究假设。通过3个步骤选择了8则健康谣言素材，设计网络情境实验收集了252名参与者的2016条数据，利用5个多元线性回归模型进行了假设检验。研究结果表明，相比于饮食类的谣言，参与者对癌症主题的谣言具有较高的分享意愿，男性比女性有更低的健康谣言分享意愿，年长者具有更高的健康谣言分享意愿。同时，健康意识和时间成本能够正向影响健康谣言分享意愿，且健康素养能够负向影响健康谣言分享意愿。本研究为解释人们的健康谣言分享提供了依据，并为干预健康谣言传播提出对策建议。

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	宋小康
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关键词 ：在线健康谣言, 分享意愿, MOA模型, 健康意识, 健康素养

收稿日期: 2019-05-24

基金资助:国家自然科学基金面上项目“协同视角下社会化搜索的形成机制及实现模式研究”（71473114）。

作者简介: 宋小康，男，1992年生，博士研究生，主要研究领域为用户信息行为、人机交互

引用本文:

宋小康, 赵宇翔, 宋士杰, 朱庆华. 基于MOA理论的健康谣言分享意愿影响因素研究[J]. 情报学报, 2020, 39(5): 511-520.
Song Xiaokang, Zhao Yuxiang, Song Shijie, Zhu Qinghua. Factors Influencing Users Intention to Share Online Health Rumors Based on the MOA Model. 情报学报, 2020, 39(5): 511-520.

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https://qbxb.istic.ac.cn/CN/10.3772/j.issn.1000-0135.2020.05.006 或 https://qbxb.istic.ac.cn/CN/Y2020/V39/I5/511

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